Forward MT Communications Analysis Pt. II

Analysis by communication type addressing the questions defined in the README file. Note that this document pertains to both Forward MT and Forward MT Foundation.

Set Up

Packages and Functions.

options(na.action = "na.omit")
library(tidyverse)
## ── Attaching packages ─────────────────────────────────────── tidyverse 1.3.1 ──
## ✔ ggplot2 3.3.6     ✔ purrr   0.3.4
## ✔ tibble  3.1.7     ✔ dplyr   1.0.9
## ✔ tidyr   1.2.0     ✔ stringr 1.4.0
## ✔ readr   1.4.0     ✔ forcats 0.5.1
## ── Conflicts ────────────────────────────────────────── tidyverse_conflicts() ──
## ✖ dplyr::filter() masks stats::filter()
## ✖ dplyr::lag()    masks stats::lag()
library(googlesheets4)
# googlesheets4::gs4_auth("p.hegedus@comcast.net")
source("fmt_fxns.R")
load("prep_dat.RData")

Make objects with HEX codes for FMT and FMTF colors

fmt_hex <- c("#FF8A3D", "#8C9093")             # orange, gray
fmtf_hex <- c("#06038D", "#489FDF", "#D6001C") # dark blue, light blue, red
hex <- c(fmt_hex[1], fmtf_hex[1])

Email

Exploration

Some initial exploration of the data. First, when are emails sent and then a dive into open rates and how other variables affect it.

Number of Emails

Looks like the most emails have been sent in May and most emails are sent on Friday. And the most popular times to send emails are 10AM and 12PM.

Open Rates by Recipients

There are definitely a couple emails with high open rates and a low amount of recipients. With those there appears to be a decrease in the open rate with an increasing amount of recipients.

Let’s look at the high open rate emails, defined as those above a 40% open rate. These are the “Progressive happy hour” email with 5 recipeints and the “School board forum reminder” with 46 recipients.

##     Weekday   usa_date ampm_time                       Email Recipients
## 15 Thursday 03/10/2022  09:01 AM      Progressive happy hour          5
## 28  Tuesday 04/12/2022  10:00 AM School board forum reminder         46
##    open_rate_pct
## 15         80.00
## 28         46.45

Let’s look at the relationship between recipients and open rate without those observations. It’s pretty flat indicating not too much of a relationship between open rates and recipients.

Open Rates by Frequency of Email

Now let’s look at how the frequency of emails across months, days, and weeks affects open rates. Visuals made with and without outliers.

Looks like there might be a slight decrease in the open rate as more emails are sent in a given month. Outliers don’t affect this trend.

Looks like there might be a slight decrease in the open rate as more emails are sent in a given week. Outliers don’t affect this trend.

Looks like there might be a slight decrease in the open rate as more emails are sent in a given day. Outliers don’t affect this trend.

Open Rates by Day & Hour

First let’s look at open rates by day and by hour separately. Looks like open rates are highest on Thursdays.

Looking at the hour of day, 1PM or 5PM seems to have the highest open rates. 5PM is high because there are only two observations while 1PM has more consistently high open rates across all months and with more observations.

Now let’s look at open rates by the day and hour combination (e.g. Thursday 12PM). Looks like without outliers, the highest open rates occured when an email is sent between Thursday at 1PM and Thursday at 5PM, followed by Friday at 5PM. Though note that there is only one observation at each of those day/hour combinations.

Prep for Saving Data

email
##      Weekday       Date                Time                            Email
## 1    Tuesday 2022-01-04 1899-12-30 12:30:00                 New Year's Email
## 2     Monday 2022-01-10 1899-12-30 12:10:00           Flathead Field Manager
## 3   Thursday 2022-01-20 1899-12-30 17:00:00       January Monthly Newsletter
## 4     Friday 2022-01-21 1899-12-30 17:00:00                Billings book ban
## 5    Tuesday 2022-01-25 1899-12-30 12:00:00                    Coleman Stump
## 6  Wednesday 2022-01-26 1899-12-30 16:00:00                Flathead book ban
## 7     Friday 2022-02-04 1899-12-30 12:00:00             Yellowstone pipeline
## 8     Monday 2022-02-07 1899-12-30 13:40:00           Fake FWD: NWE pipeline
## 9   Thursday 2022-02-10 1899-12-30 15:10:00         Valentines Day Dev email
## 10    Sunday 2022-02-20 1899-12-30 12:00:00      February Monthly newsletter
## 11    Friday 2022-02-25 1899-12-30 12:32:00                       Power Play
## 12  Saturday 2022-02-26 1899-12-30 12:00:00                Lucy intro to MSO
## 13    Friday 2022-03-04 1899-12-30 09:00:00                 Transcendent joy
## 14 Wednesday 2022-03-09 1899-12-30 09:58:00           Progressive happy hour
## 15  Thursday 2022-03-10 1899-12-30 09:01:00           Progressive happy hour
## 16    Friday 2022-03-11 1899-12-30 09:30:00                    PHH Follow up
## 17  Thursday 2022-03-17 1899-12-30 22:30:00         Laurel Gas plant meeting
## 18    Sunday 2022-03-20 1899-12-30 12:00:00         March Monthly Newsletter
## 19    Friday 2022-03-25 1899-12-30 10:00:00             Power Play issue two
## 20    Monday 2022-03-28 1899-12-30 14:30:00                              COF
## 21   Tuesday 2022-03-29 1899-12-30 10:00:00      Billings school board forum
## 22    Friday 2022-04-01 1899-12-30 12:00:00                  Spring Cleaning
## 23    Monday 2022-04-04 1899-12-30 14:00:00 Senior Organizing Manager hiring
## 24 Wednesday 2022-04-06 1899-12-30 13:00:00                              COF
## 25  Thursday 2022-04-07 1899-12-30 11:00:00               Courts Video Event
## 26    Friday 2022-04-08 1899-12-30 12:00:00     Fake FWD: School board forum
## 27    Monday 2022-04-11 1899-12-30 13:00:00                Litigation Update
## 28   Tuesday 2022-04-12 1899-12-30 10:00:00      School board forum reminder
## 29    Friday 2022-04-15 1899-12-30 09:30:00     School board forum follow up
## 30    Monday 2022-04-18 1899-12-30 13:00:00            Courts event reminder
## 31 Wednesday 2022-04-20 1899-12-30 12:01:00                 April newsletter
## 32    Friday 2022-04-22 1899-12-30 09:30:00                  Screening event
## 33    Monday 2022-04-25 1899-12-30 12:15:00                  Roadshow invite
## 34   Tuesday 2022-04-26 1899-12-30 10:30:00                     Courts Video
## 35    Sunday 2022-05-01 1899-12-30 12:01:00             Giving days reminder
## 36   Tuesday 2022-05-03 1899-12-30 10:00:00             Butte forum reminder
## 37 Wednesday 2022-05-04 1899-12-30 10:00:00          Missoula Forum reminder
## 38 Wednesday 2022-05-04                <NA>            Butte forum follow up
## 39  Thursday 2022-05-05 1899-12-30 10:00:00      Kalispell Roadshow reminder
## 40  Thursday 2022-05-05 1899-12-30 10:00:00   Missoula Gives Day of reminder
## 41  Thursday 2022-05-05 1899-12-30 10:00:00         Yellowstone gives day of
## 42  Thursday 2022-05-05 1899-12-30 10:00:00                Give big reminder
## 43  Thursday 2022-05-05 1899-12-30 11:58:00      Missoula Roadshow follow up
## 44    Friday 2022-05-06 1899-12-30 10:00:00        Bozeman roadshow reminder
## 45    Friday 2022-05-06 1899-12-30 14:30:00     Kalispell Roadshow follow up
## 46  Saturday 2022-05-07 1899-12-30 10:01:00       Bozeman roadshow follow up
## 47  Saturday 2022-05-07 1899-12-30 11:00:00            Giving days follow up
## 48  Saturday 2022-05-07 1899-12-30 14:35:00             Mark Sweeney Passing
## 49    Sunday 2022-05-08 1899-12-30 23:30:00       Billings roadshow reminder
## 50    Monday 2022-05-09 1899-12-30 13:30:00               Billings follow up
## 51    Monday 2022-05-09 1899-12-30 17:01:00          Full roadshow follow up
## 52   Tuesday 2022-05-10 1899-12-30 16:30:00               Amara's Transition
## 53 Wednesday 2022-05-11 1899-12-30 10:30:00          Program Director hiring
## 54  Thursday 2022-05-12 1899-12-30 10:50:00             GOTV Meet and greets
## 55    Friday 2022-05-20 1899-12-30 12:01:00           May monthly newsletter
## 56   Tuesday 2022-05-24 1899-12-30 15:31:00                      RHOF launch
## 57  Thursday 2022-05-26 1899-12-30 13:30:00               Power Play issue 3
## 58    Friday 2022-05-27 1899-12-30 12:01:00    Transcendent joy launch party
## 59   Tuesday 2022-05-31 1899-12-30 15:01:00        One week til election day
## 60  Thursday 2022-06-02 1899-12-30 11:01:00     Board elections- application
## 61    Friday 2022-06-03 1899-12-30 09:30:00          Transcencent Joy Launch
## 62    Friday 2022-06-03 1899-12-30 15:00:00            Undeliverable ballots
## 63  Saturday 2022-06-04 1899-12-30 10:01:00                       RHOF Promo
## 64    Sunday 2022-06-05 1899-12-30 11:00:00               GOTV Volunteer Ask
## 65   Tuesday 2022-06-07 1899-12-30 09:03:00               Election day email
## 66    Friday 2022-06-10 1899-12-30 10:02:00                   Erin's goodbye
## 67    Friday 2022-06-10 1899-12-30 11:02:00                 Flathead roundup
##    Recipients Open Rate Org ampm_time   usa_date weekday_f    month  month_f
## 1        7502    0.1975 FMT  12:30 PM 01/04/2022   Tuesday  January  January
## 2         410    0.2805 FMT  12:10 PM 01/10/2022    Monday  January  January
## 3        7478    0.3328 FMT  05:00 PM 01/20/2022  Thursday  January  January
## 4         577    0.3120 FMT  05:00 PM 01/21/2022    Friday  January  January
## 5        7452    0.2288 FMT  12:00 PM 01/25/2022   Tuesday  January  January
## 6         372    0.2621 FMT  04:00 PM 01/26/2022 Wednesday  January  January
## 7         722    0.2562 FMT  12:00 PM 02/04/2022    Friday February February
## 8         719    0.2809 FMT  01:40 PM 02/07/2022    Monday February February
## 9        4015    0.2956 FMT  03:10 PM 02/10/2022  Thursday February February
## 10       7438    0.2224 FMT  12:00 PM 02/20/2022    Sunday February February
## 11       1029    0.1808 FMT  12:32 PM 02/25/2022    Friday February February
## 12       1403    0.1540 FMT  12:00 PM 02/26/2022  Saturday February February
## 13       7416    0.0926 FMT  09:00 AM 03/04/2022    Friday    March    March
## 14         15    0.2667 FMT  09:58 AM 03/09/2022 Wednesday    March    March
## 15          5    0.8000 FMT  09:01 AM 03/10/2022  Thursday    March    March
## 16         20    0.2000 FMT  09:30 AM 03/11/2022    Friday    March    March
## 17        474    0.1920 FMT  10:30 PM 03/17/2022  Thursday    March    March
## 18       7407    0.1887 FMT  12:00 PM 03/20/2022    Sunday    March    March
## 19        837    0.1804 FMT  10:00 AM 03/25/2022    Friday    March    March
## 20       4375    0.2295 FMT  02:30 PM 03/28/2022    Monday    March    March
## 21        429    0.1795 FMT  10:00 AM 03/29/2022   Tuesday    March    March
## 22       5038    0.1915 FMT  12:00 PM 04/01/2022    Friday    April    April
## 23       4990    0.1509 FMT  02:00 PM 04/04/2022    Monday    April    April
## 24        138    0.1793 FMT  01:00 PM 04/06/2022 Wednesday    April    April
## 25       4321    0.1025 FMT  11:00 AM 04/07/2022  Thursday    April    April
## 26        419    0.1814 FMT  12:00 PM 04/08/2022    Friday    April    April
## 27       4311    0.1232 FMT  01:00 PM 04/11/2022    Monday    April    April
## 28         46    0.4645 FMT  10:00 AM 04/12/2022   Tuesday    April    April
## 29        456    0.1667 FMT  09:30 AM 04/15/2022    Friday    April    April
## 30       4291    0.1184 FMT  01:00 PM 04/18/2022    Monday    April    April
## 31       4946    0.1184 FMT  12:01 PM 04/20/2022 Wednesday    April    April
## 32        286    0.1818 FMT  09:30 AM 04/22/2022    Friday    April    April
## 33       4937    0.1453 FMT  12:15 PM 04/25/2022    Monday    April    April
## 34       4266    0.1158 FMT  10:30 AM 04/26/2022   Tuesday    April    April
## 35       4250    0.0948 FMT  12:01 PM 05/01/2022    Sunday      May      May
## 36        174    0.1553 FMT  10:00 AM 05/03/2022   Tuesday      May      May
## 37       1106    0.1745 FMT  10:00 AM 05/04/2022 Wednesday      May      May
## 38        182    0.1758 FMT  03:30 PM 05/04/2022 Wednesday      May      May
## 39        217    0.1521 FMT  10:00 AM 05/05/2022  Thursday      May      May
## 40        963    0.0820 FMT  10:00 AM 05/05/2022  Thursday      May      May
## 41        406    0.1133 FMT  10:00 AM 05/05/2022  Thursday      May      May
## 42        748    0.1377 FMT  10:00 AM 05/05/2022  Thursday      May      May
## 43       1097    0.1623 FMT  11:58 AM 05/05/2022  Thursday      May      May
## 44        886    0.2235 FMT  10:00 AM 05/06/2022    Friday      May      May
## 45        228    0.1798 FMT  02:30 PM 05/06/2022    Friday      May      May
## 46        886    0.2088 FMT  10:01 AM 05/07/2022  Saturday      May      May
## 47       4328    0.1095 FMT  11:00 AM 05/07/2022  Saturday      May      May
## 48        445    0.2000 FMT  02:35 PM 05/07/2022  Saturday      May      May
## 49        437    0.1350 FMT  11:30 PM 05/08/2022    Sunday      May      May
## 50        437    0.2037 FMT  01:30 PM 05/09/2022    Monday      May      May
## 51       4874    0.1325 FMT  05:01 PM 05/09/2022    Monday      May      May
## 52       4868    0.1652 FMT  04:30 PM 05/10/2022   Tuesday      May      May
## 53       4865    0.1525 FMT  10:30 AM 05/11/2022 Wednesday      May      May
## 54       4861    0.1315 FMT  10:50 AM 05/12/2022  Thursday      May      May
## 55       7353    0.1103 FMT  12:01 PM 05/20/2022    Friday      May      May
## 56       4854    0.1321 FMT  03:31 PM 05/24/2022   Tuesday      May      May
## 57        913    0.3363 FMT  01:30 PM 05/26/2022  Thursday      May      May
## 58       4841    0.1091 FMT  12:01 PM 05/27/2022    Friday      May      May
## 59       4811    0.1156 FMT  03:01 PM 05/31/2022   Tuesday      May      May
## 60       4776    0.2301 FMT  11:01 AM 06/02/2022  Thursday     June     June
## 61       4763    0.0932 FMT  09:30 AM 06/03/2022    Friday     June     June
## 62        126    0.0873 FMT  03:00 PM 06/03/2022    Friday     June     June
## 63       1003    0.0957 FMT  10:01 AM 06/04/2022  Saturday     June     June
## 64       4753    0.1153 FMT  11:00 AM 06/05/2022    Sunday     June     June
## 65       4743    0.0915 FMT  09:03 AM 06/07/2022   Tuesday     June     June
## 66       4731    0.0611 FMT  10:02 AM 06/10/2022    Friday     June     June
## 67        271        NA FMT  11:02 AM 06/10/2022    Friday     June     June
##     hour hour_f        day_hour id month_freq week week_freq day_freq
## 1  12 PM  12 PM   Tuesday 12 PM  1          6   01         1        1
## 2  12 PM  12 PM    Monday 12 PM  2          6   02         1        1
## 3   5 PM   5 PM   Thursday 5 PM  3          6   03         2        1
## 4   5 PM   5 PM     Friday 5 PM  4          6   03         2        1
## 5  12 PM  12 PM   Tuesday 12 PM  5          6   04         2        1
## 6   4 PM   4 PM  Wednesday 4 PM  6          6   04         2        1
## 7  12 PM  12 PM    Friday 12 PM  7          6   05         1        1
## 8   1 PM   1 PM     Monday 1 PM  8          6   06         2        1
## 9   3 PM   3 PM   Thursday 3 PM  9          6   06         2        1
## 10 12 PM  12 PM    Sunday 12 PM 10          6   07         1        1
## 11 12 PM  12 PM    Friday 12 PM 11          6   08         2        1
## 12 12 PM  12 PM  Saturday 12 PM 12          6   08         2        1
## 13  9 AM   9 AM     Friday 9 AM 13          9   09         1        1
## 14  9 AM   9 AM  Wednesday 9 AM 14          9   10         3        1
## 15  9 AM   9 AM   Thursday 9 AM 15          9   10         3        1
## 16  9 AM   9 AM     Friday 9 AM 16          9   10         3        1
## 17 10 PM  10 PM  Thursday 10 PM 17          9   11         2        1
## 18 12 PM  12 PM    Sunday 12 PM 18          9   11         2        1
## 19 10 AM  10 AM    Friday 10 AM 19          9   12         1        1
## 20  2 PM   2 PM     Monday 2 PM 20          9   13         3        1
## 21 10 AM  10 AM   Tuesday 10 AM 21          9   13         3        1
## 22 12 PM  12 PM    Friday 12 PM 22         13   13         3        1
## 23  2 PM   2 PM     Monday 2 PM 23         13   14         4        1
## 24  1 PM   1 PM  Wednesday 1 PM 24         13   14         4        1
## 25 11 AM  11 AM  Thursday 11 AM 25         13   14         4        1
## 26 12 PM  12 PM    Friday 12 PM 26         13   14         4        1
## 27  1 PM   1 PM     Monday 1 PM 27         13   15         3        1
## 28 10 AM  10 AM   Tuesday 10 AM 28         13   15         3        1
## 29  9 AM   9 AM     Friday 9 AM 29         13   15         3        1
## 30  1 PM   1 PM     Monday 1 PM 30         13   16         3        1
## 31 12 PM  12 PM Wednesday 12 PM 31         13   16         3        1
## 32  9 AM   9 AM     Friday 9 AM 32         13   16         3        1
## 33 12 PM  12 PM    Monday 12 PM 33         13   17         3        1
## 34 10 AM  10 AM   Tuesday 10 AM 34         13   17         3        1
## 35 12 PM  12 PM    Sunday 12 PM 35         25   17         3        1
## 36 10 AM  10 AM   Tuesday 10 AM 36         25   18        14        1
## 37 10 AM  10 AM Wednesday 10 AM 37         25   18        14        2
## 38  3 PM   3 PM            <NA> 38         25   18        14        2
## 39 10 AM  10 AM  Thursday 10 AM 39         25   18        14        5
## 40 10 AM  10 AM  Thursday 10 AM 40         25   18        14        5
## 41 10 AM  10 AM  Thursday 10 AM 41         25   18        14        5
## 42 10 AM  10 AM  Thursday 10 AM 42         25   18        14        5
## 43 11 AM  11 AM  Thursday 11 AM 43         25   18        14        5
## 44 10 AM  10 AM    Friday 10 AM 44         25   18        14        2
## 45  2 PM   2 PM     Friday 2 PM 45         25   18        14        2
## 46 10 AM  10 AM  Saturday 10 AM 46         25   18        14        3
## 47 11 AM  11 AM  Saturday 11 AM 47         25   18        14        3
## 48  2 PM   2 PM   Saturday 2 PM 48         25   18        14        3
## 49 11 PM  11 PM    Sunday 11 PM 49         25   18        14        1
## 50  1 PM   1 PM     Monday 1 PM 50         25   19         5        2
## 51  5 PM   5 PM     Monday 5 PM 51         25   19         5        2
## 52  4 PM   4 PM    Tuesday 4 PM 52         25   19         5        1
## 53 10 AM  10 AM Wednesday 10 AM 53         25   19         5        1
## 54 10 AM  10 AM  Thursday 10 AM 54         25   19         5        1
## 55 12 PM  12 PM    Friday 12 PM 55         25   20         1        1
## 56  3 PM   3 PM    Tuesday 3 PM 56         25   21         3        1
## 57  1 PM   1 PM   Thursday 1 PM 57         25   21         3        1
## 58 12 PM  12 PM    Friday 12 PM 58         25   21         3        1
## 59  3 PM   3 PM    Tuesday 3 PM 59         25   22         6        1
## 60 11 AM  11 AM  Thursday 11 AM 60          8   22         6        1
## 61  9 AM   9 AM     Friday 9 AM 61          8   22         6        2
## 62  3 PM   3 PM     Friday 3 PM 62          8   22         6        2
## 63 10 AM  10 AM  Saturday 10 AM 63          8   22         6        1
## 64 11 AM  11 AM    Sunday 11 AM 64          8   22         6        1
## 65  9 AM   9 AM    Tuesday 9 AM 65          8   23         3        1
## 66 10 AM  10 AM    Friday 10 AM 66          8   23         3        2
## 67 11 AM  11 AM    Friday 11 AM 67          8   23         3        2
##    open_rate_pct    rm week_freq_f day_freq_f
## 1          19.75 FALSE           1          1
## 2          28.05 FALSE           1          1
## 3          33.28 FALSE           2          1
## 4          31.20 FALSE           2          1
## 5          22.88 FALSE           2          1
## 6          26.21 FALSE           2          1
## 7          25.62 FALSE           1          1
## 8          28.09 FALSE           2          1
## 9          29.56 FALSE           2          1
## 10         22.24 FALSE           1          1
## 11         18.08 FALSE           2          1
## 12         15.40 FALSE           2          1
## 13          9.26 FALSE           1          1
## 14         26.67 FALSE           3          1
## 15         80.00  TRUE           3          1
## 16         20.00 FALSE           3          1
## 17         19.20 FALSE           2          1
## 18         18.87 FALSE           2          1
## 19         18.04 FALSE           1          1
## 20         22.95 FALSE           3          1
## 21         17.95 FALSE           3          1
## 22         19.15 FALSE           3          1
## 23         15.09 FALSE           4          1
## 24         17.93 FALSE           4          1
## 25         10.25 FALSE           4          1
## 26         18.14 FALSE           4          1
## 27         12.32 FALSE           3          1
## 28         46.45  TRUE           3          1
## 29         16.67 FALSE           3          1
## 30         11.84 FALSE           3          1
## 31         11.84 FALSE           3          1
## 32         18.18 FALSE           3          1
## 33         14.53 FALSE           3          1
## 34         11.58 FALSE           3          1
## 35          9.48 FALSE           3          1
## 36         15.53 FALSE          14          1
## 37         17.45 FALSE          14          2
## 38         17.58 FALSE          14          2
## 39         15.21 FALSE          14          5
## 40          8.20 FALSE          14          5
## 41         11.33 FALSE          14          5
## 42         13.77 FALSE          14          5
## 43         16.23 FALSE          14          5
## 44         22.35 FALSE          14          2
## 45         17.98 FALSE          14          2
## 46         20.88 FALSE          14          3
## 47         10.95 FALSE          14          3
## 48         20.00 FALSE          14          3
## 49         13.50 FALSE          14          1
## 50         20.37 FALSE           5          2
## 51         13.25 FALSE           5          2
## 52         16.52 FALSE           5          1
## 53         15.25 FALSE           5          1
## 54         13.15 FALSE           5          1
## 55         11.03 FALSE           1          1
## 56         13.21 FALSE           3          1
## 57         33.63 FALSE           3          1
## 58         10.91 FALSE           3          1
## 59         11.56 FALSE           6          1
## 60         23.01 FALSE           6          1
## 61          9.32 FALSE           6          2
## 62          8.73 FALSE           6          2
## 63          9.57 FALSE           6          1
## 64         11.53 FALSE           6          1
## 65          9.15 FALSE           3          1
## 66          6.11 FALSE           3          2
## 67            NA  TRUE           3          2

Instagram

Some initial exploration of the data. First, when are instagrams are posted and then a dive into impressions and engagement rates and how other variables affect it.

Number of Posts

Looks like the most instas have been posted in April for FMT and May for FMT Foundation. Most FMT instas are posted on Friday while most FMT Foundation instas are posted on Monday. Most instagram posts across both organizations occur between 12pm and 1pm.

Engagement Rates by Graphic or Photo

Removing the videos and NA. It appears as if the engagement rate is lower for graphics or graphic and photos compared to just photos.

Engagement Rates by Frequency of Posts

Now let’s look at how the frequency of instas across months, days, and weeks affects open rates.

Looks like there is a decrease in engagement for both organizations as the frequency of posts increases per month.

Again, across both organizations, engagement rate decreases with the number of posts per week.

FMT Foundation has only ever posted once per day, so can’t make any conclusions. However, there does appear to be a significantly lower engagement rate when FMT posts more than 3 times per day.

Engagement Rates by Day & Hour

First let’s look at engagement rates by day and by hour separately. Looks like engagement rates are highest on Thursdays for FMT and Monday for FMT Foundation.

Looking at the hour of day, 5PM has the highest engagement rate for FMT and 2PM has the highest engagement for FMT Foundation.

Now let’s look at engagement rates by the day and hour combination (e.g. Thursday 12PM). There is not really any clear trend with the combination of day and hour, likely due to limited data.

Prep for Saving Data

insta
##      Weekday       Date                Time
## 1     Monday 2022-01-03 1899-12-30 11:39:00
## 2   Thursday 2022-01-06 1899-12-30 10:36:00
## 3    Tuesday 2022-01-11 1899-12-30 13:10:00
## 4   Thursday 2022-01-13                <NA>
## 5     Friday 2022-01-14                <NA>
## 6     Friday 2022-01-21 1899-12-30 10:20:00
## 7     Friday 2022-01-21 1899-12-30 17:49:00
## 8     Monday 2022-01-24 1899-12-30 17:51:00
## 9  Wednesday 2022-01-26 1899-12-30 12:51:00
## 10    Monday 2022-01-31 1899-12-30 18:20:00
## 11   Tuesday 2022-02-01 1899-12-30 18:01:00
## 12    Monday 2022-02-07 1899-12-30 18:28:00
## 13  Thursday 2022-02-10 1899-12-30 11:55:00
## 14    Monday 2022-02-14 1899-12-30 08:49:00
## 15    Friday 2022-02-18 1899-12-30 12:52:00
## 16   Tuesday 2022-02-22 1899-12-30 11:55:00
## 17  Thursday 2022-02-24 1899-12-30 10:49:00
## 18    Monday 2022-02-28 1899-12-30 08:42:00
## 19 Wednesday 2022-03-02 1899-12-30 11:11:00
## 20  Thursday 2022-03-03 1899-12-30 19:01:00
## 21   Tuesday 2022-03-08 1899-12-30 15:49:00
## 22 Wednesday 2022-03-16 1899-12-30 13:11:00
## 23    Sunday 2022-03-20 1899-12-30 12:55:00
## 24   Tuesday 2022-03-22 1899-12-30 09:56:00
## 25    Monday 2022-03-28 1899-12-30 10:10:00
## 26   Tuesday 2022-03-29 1899-12-30 10:07:00
## 27 Wednesday 2022-03-30 1899-12-30 12:51:00
## 28  Thursday 2022-03-31 1899-12-30 13:16:00
## 29    Monday 2022-04-04 1899-12-30 12:26:00
## 30  Thursday 2022-04-07 1899-12-30 09:06:00
## 31    Friday 2022-04-08 1899-12-30 11:40:00
## 32  Saturday 2022-04-09 1899-12-30 13:15:00
## 33    Friday 2022-04-15 1899-12-30 08:29:00
## 34  Saturday 2022-04-16 1899-12-30 13:13:00
## 35    Monday 2022-04-18 1899-12-30 13:52:00
## 36   Tuesday 2022-04-19 1899-12-30 12:28:00
## 37    Friday 2022-04-22 1899-12-30 12:18:00
## 38    Friday 2022-04-22                <NA>
## 39  Saturday 2022-04-23 1899-12-30 13:09:00
## 40    Monday 2022-04-25 1899-12-30 09:43:00
## 41    Monday 2022-04-25 1899-12-30 10:50:00
## 42    Monday 2022-04-25 1899-12-30 12:00:00
## 43    Monday 2022-04-25 1899-12-30 13:20:00
## 44    Monday 2022-04-25 1899-12-30 14:30:00
## 45  Saturday 2022-04-30 1899-12-30 12:54:00
## 46    Monday 2022-05-02 1899-12-30 11:43:00
## 47  Thursday 2022-05-05 1899-12-30 15:07:00
## 48    Friday 2022-05-06 1899-12-30 11:00:00
## 49    Monday 2022-05-09 1899-12-30 15:11:00
## 50   Tuesday 2022-05-10 1899-12-30 15:11:00
## 51 Wednesday 2022-05-11 1899-12-30 12:41:00
## 52    Friday 2022-05-13 1899-12-30 10:14:00
## 53 Wednesday 2022-05-18 1899-12-30 13:09:00
## 54    Friday 2022-05-20 1899-12-30 11:24:00
## 55    Monday 2022-05-23 1899-12-30 14:58:00
## 56 Wednesday 2022-05-25 1899-12-30 12:48:00
## 57  Thursday 2022-05-26 1899-12-30 16:46:00
## 58    Friday 2022-05-27 1899-12-30 11:27:00
## 59   Tuesday 2022-05-31 1899-12-30 11:53:00
## 60 Wednesday 2022-06-01 1899-12-30 12:48:00
## 61  Thursday 2022-06-02 1899-12-30 11:17:00
## 62    Friday 2022-06-03 1899-12-30 09:08:00
## 63  Saturday 2022-06-04 1899-12-30 12:55:00
## 64    Sunday 2022-06-05 1899-12-30 12:41:00
## 65    Monday 2022-06-06 1899-12-30 07:01:00
## 66   Tuesday 2022-06-07 1899-12-30 07:00:00
## 67 Wednesday 2022-06-08 1899-12-30 19:57:00
## 68  Thursday 2022-06-09 1899-12-30 14:06:00
## 69    Friday 2022-01-07 1899-12-30 09:47:00
## 70    Monday 2022-02-14 1899-12-30 08:40:00
## 71   Tuesday 2022-02-22 1899-12-30 12:12:00
## 72    Monday 2022-02-28 1899-12-30 14:23:00
## 73    Monday 2022-03-07 1899-12-30 10:59:00
## 74 Wednesday 2022-03-16 1899-12-30 12:30:00
## 75  Thursday 2022-03-24 1899-12-30 14:08:00
## 76    Monday 2022-03-28 1899-12-30 19:02:00
## 77  Thursday 2022-04-07 1899-12-30 19:01:00
## 78    Sunday 2022-04-10 1899-12-30 13:00:00
## 79    Monday 2022-04-11 1899-12-30 14:52:00
## 80    Friday 2022-04-15 1899-12-30 09:58:00
## 81    Sunday 2022-04-17 1899-12-30 13:03:00
## 82    Friday 2022-04-22                <NA>
## 83 Wednesday 2022-04-27 1899-12-30 13:11:00
## 84    Sunday 2022-05-01 1899-12-30 13:04:00
## 85   Tuesday 2022-05-03 1899-12-30 12:49:00
## 86 Wednesday 2022-05-04 1899-12-30 12:54:00
## 87  Thursday 2022-05-05 1899-12-30 12:51:00
## 88  Saturday 2022-05-07 1899-12-30 23:45:00
## 89 Wednesday 2022-05-11 1899-12-30 13:15:00
## 90    Monday 2022-05-23 1899-12-30 15:57:00
## 91   Tuesday 2022-05-31                <NA>
## 92  Thursday 2022-06-02 1899-12-30 11:05:00
## 93   Tuesday 2022-06-07 1899-12-30 07:00:00
## 94    Sunday 2022-06-19 1899-12-30 20:03:00
## 95    Friday 2022-06-24 1899-12-30 15:30:00
##                                        Post Impressions Engagements
## 1                  Monthly newsletter promo         553          31
## 2                 Insurrection note from KI        1148         118
## 3                         Weed legalization        2332         470
## 4                       Meet our team video          NA          NA
## 5                   Freedom to vote act gif          NA          NA
## 6             Freedom to vote act explainer         638          53
## 7                              Book banning        2976         605
## 8                 Justice for Coleman Stump        1956         168
## 9                  Missoula election judges         893          64
## 10                 Kiersten staff spotlight        2062         291
## 11               Transcendent joy panel ask        1326          96
## 12                               SB 319 Win        1365         132
## 13                      Black History Month        3786        1061
## 14                          Valentine's day         821          73
## 15                  Power play announcement         872          59
## 16                  Board Spotlight- Aubrey        1256         107
## 17                             Rockstar ask        1360          54
## 18                   Staff spotlight- Amara        1857         178
## 19                 Candidate forum roadshow         813          37
## 20                 Call for submissions- TJ        1534         171
## 21                    Women's history month        1256         152
## 22              Board spotlight- Matt Kelly        1369          90
## 23   Candidate forum roadshow save the date        1233          87
## 24                     Staff spotlight-Erin        1233         137
## 25                  LGBTQ+ Skillshare event        2405         319
## 26              Billings school board forum         627          29
## 27                                      COF         741          38
## 28                  Trans day of visibility        1155         144
## 29         Senior organizing manager hiring        1259          77
## 30                    Staff spotlight- Emma        1296         111
## 31                           Roadshow promo         879          71
## 32                          Volunteer month         685          40
## 33                    Board Spotlight- Leah        1031          78
## 34                          Volunteer month         710          32
## 35                                  Tax day         906          44
## 36                   School board elections         802          58
## 37                                Earth Day         826          55
## 38                           Inquest Collab          NA          NA
## 39                          Volunteer month         990          53
## 40                     Butte Roadshow promo         477          25
## 41                  Missoula roadshow promo         461          28
## 42                 Kalispell roadshow promo         424          17
## 43                   Bozeman Roadshow promo         462          21
## 44                  Billings roadshow promo         430          15
## 45                          Volunteer Month         748          28
## 46                           Roadshow promo         977         103
## 47                                     MMIP         915          92
## 48                          Roadshow photos        1218         122
## 49                       Roadshow thank you         531          37
## 50                     Meet and greet promo        1159          78
## 51                  Program director hiring        1092          75
## 52                       GOTV volunteer ask         579          45
## 53                                     RHOF         521          19
## 54                      AAPI Heritage Month        1252         136
## 55                       GOTV Voting basics        1311         109
## 56                           DPHHS Decision        3997         679
## 57                    Staff spotlight- Pari        1617         179
## 58            Transcendent Joy launch party        1028          84
## 59                    One week til election         867          71
## 60                               RHOF promo         710          49
## 61                  5 days til the election         630          50
## 62            Transcendent Joy launch party         758          80
## 63                           Apply to board        1144          57
## 64                       Phone bank with us         815          33
## 65                       1 day til election         820          72
## 66                             Election day         698          98
## 67                      Day after primaries        1146         134
## 68                              Pride month        1121         151
## 69           High School Programs Highlight         476          37
## 70                     Valentine's Day Post         319          45
## 71                          Board Spotlight         474          50
## 72                      Alphabet Soup promo         612          82
## 73             Voter drop box volunteer ask         407          33
## 74                          Board Spotlight         559          48
## 75                   School Board Elections         445          49
## 76                          COF Recruitment         598          60
## 77              Equal justice for all event         394          31
## 78                  Volunteer month post #1         432          30
## 79                   Preliminary Injunction         547          62
## 80                          Board Spotlight         576          67
## 81                  Volunteer month post #2         523          34
## 82                             Courts Video         756          NA
## 83                           Give Big Promo         196          17
## 84                           Give Big Promo         257          12
## 85                     Missoula Gives Promo         167          11
## 86                  Yellowstone Gives Promo         140           9
## 87                 Gallatin Valley Give Big         158           9
## 88                       Give Big thank you         217          17
## 89                  Program Director hiring         297          25
## 90                        Primary Elections         299          26
## 91                   One week til elections         254          25
## 92                      5 days til election         225          18
## 93                    Today is election day         220          22
## 94                  Intersectionality event         495          39
## 95 High School Fellowship applications open         347          20
##    Enagement rate Graphic or Photo? ampm_time   usa_date weekday_f    month
## 1      0.05605787           Graphic  11:39 AM 01/03/2022    Monday  January
## 2      0.10278746           Graphic  10:36 AM 01/06/2022  Thursday  January
## 3      0.20154374           Graphic  01:10 PM 01/11/2022   Tuesday  January
## 4              NA             Video      <NA> 01/13/2022  Thursday  January
## 5              NA     Video graphic      <NA> 01/14/2022    Friday  January
## 6      0.08307210           Graphic  10:20 AM 01/21/2022    Friday  January
## 7      0.20329301           Graphic  05:49 PM 01/21/2022    Friday  January
## 8      0.08588957           Graphic  05:51 PM 01/24/2022    Monday  January
## 9      0.07166853           Graphic  12:51 PM 01/26/2022 Wednesday  January
## 10     0.14112512             Photo  06:20 PM 01/31/2022    Monday  January
## 11     0.07239819           graphic  06:01 PM 02/01/2022   Tuesday February
## 12     0.09670330           graphic  06:28 PM 02/07/2022    Monday February
## 13     0.28024300           graphic  11:55 AM 02/10/2022  Thursday February
## 14     0.08891596           graphic  08:49 AM 02/14/2022    Monday February
## 15     0.06766055           graphic  12:52 PM 02/18/2022    Friday February
## 16     0.08519108             Photo  11:55 AM 02/22/2022   Tuesday February
## 17     0.03970588           Graphic  10:49 AM 02/24/2022  Thursday February
## 18     0.09585353             photo  08:42 AM 02/28/2022    Monday February
## 19     0.04551046           Graphic  11:11 AM 03/02/2022 Wednesday    March
## 20     0.11147327           Graphic  07:01 PM 03/03/2022  Thursday    March
## 21     0.12101911           Graphic  03:49 PM 03/08/2022   Tuesday    March
## 22     0.06574142             Photo  01:11 PM 03/16/2022 Wednesday    March
## 23     0.07055961           Graphic  12:55 PM 03/20/2022    Sunday    March
## 24     0.11111111             Photo  09:56 AM 03/22/2022   Tuesday    March
## 25     0.13264033   Photo & graphic  10:10 AM 03/28/2022    Monday    March
## 26     0.04625199           Graphic  10:07 AM 03/29/2022   Tuesday    March
## 27     0.05128205           Graphic  12:51 PM 03/30/2022 Wednesday    March
## 28     0.12467532           graphic  01:16 PM 03/31/2022  Thursday    March
## 29     0.06115965           graphic  12:26 PM 04/04/2022    Monday    April
## 30     0.08564815             Photo  09:06 AM 04/07/2022  Thursday    April
## 31     0.08077361           Graphic  11:40 AM 04/08/2022    Friday    April
## 32     0.05839416 Photo and graphic  01:15 PM 04/09/2022  Saturday    April
## 33     0.07565470             Photo  08:29 AM 04/15/2022    Friday    April
## 34     0.04507042 Photo and graphic  01:13 PM 04/16/2022  Saturday    April
## 35     0.04856512           Graphic  01:52 PM 04/18/2022    Monday    April
## 36     0.07231920           Graphic  12:28 PM 04/19/2022   Tuesday    April
## 37     0.06658596           Graphic  12:18 PM 04/22/2022    Friday    April
## 38             NA              <NA>      <NA> 04/22/2022    Friday    April
## 39     0.05353535 Graphic and photo  01:09 PM 04/23/2022  Saturday    April
## 40     0.05241090           Graphic  09:43 AM 04/25/2022    Monday    April
## 41     0.06073753           Graphic  10:50 AM 04/25/2022    Monday    April
## 42     0.04009434           Graphic  12:00 PM 04/25/2022    Monday    April
## 43     0.04545455           Graphic  01:20 PM 04/25/2022    Monday    April
## 44     0.03488372           Graphic  02:30 PM 04/25/2022    Monday    April
## 45     0.03743316 Graphic and photo  12:54 PM 04/30/2022  Saturday    April
## 46     0.10542477           Graphic  11:43 AM 05/02/2022    Monday      May
## 47     0.10054645           Graphic  03:07 PM 05/05/2022  Thursday      May
## 48     0.10016420            Photos  11:00 AM 05/06/2022    Friday      May
## 49     0.06967985           Graphic  03:11 PM 05/09/2022    Monday      May
## 50     0.06729940 Photo and graphic  03:11 PM 05/10/2022   Tuesday      May
## 51     0.06868132           Graphic  12:41 PM 05/11/2022 Wednesday      May
## 52     0.07772021           Graphic  10:14 AM 05/13/2022    Friday      May
## 53     0.03646833           Graphic  01:09 PM 05/18/2022 Wednesday      May
## 54     0.10862620           Graphic  11:24 AM 05/20/2022    Friday      May
## 55     0.08314264           Graphic  02:58 PM 05/23/2022    Monday      May
## 56     0.16987741           Graphic  12:48 PM 05/25/2022 Wednesday      May
## 57     0.11069882             Photo  04:46 PM 05/26/2022  Thursday      May
## 58     0.08171206           Graphic  11:27 AM 05/27/2022    Friday      May
## 59     0.08189158           Graphic  11:53 AM 05/31/2022   Tuesday      May
## 60     0.06901408 Graphic and phots  12:48 PM 06/01/2022 Wednesday     June
## 61     0.07936508           Graphic  11:17 AM 06/02/2022  Thursday     June
## 62     0.10554090           Graphic  09:08 AM 06/03/2022    Friday     June
## 63     0.04982517           Graphic  12:55 PM 06/04/2022  Saturday     June
## 64     0.04049080           Graphic  12:41 PM 06/05/2022    Sunday     June
## 65     0.08780488           Graphic  07:01 AM 06/06/2022    Monday     June
## 66     0.14040115           Graphic  07:00 AM 06/07/2022   Tuesday     June
## 67     0.11692845            Photos  07:57 PM 06/08/2022 Wednesday     June
## 68     0.13470116           Graphic  02:06 PM 06/09/2022  Thursday     June
## 69     0.07773109              Both  09:47 AM 01/07/2022    Friday  January
## 70     0.14106583           Graphic  08:40 AM 02/14/2022    Monday February
## 71     0.10548523             Photo  12:12 PM 02/22/2022   Tuesday February
## 72     0.13398693           Graphic  02:23 PM 02/28/2022    Monday February
## 73     0.08108108           Graphic  10:59 AM 03/07/2022    Monday    March
## 74     0.08586762             Photo  12:30 PM 03/16/2022 Wednesday    March
## 75     0.11011236           Graphic  02:08 PM 03/24/2022  Thursday    March
## 76     0.10033445           Graphic  07:02 PM 03/28/2022    Monday    March
## 77     0.07868020              Both  07:01 PM 04/07/2022  Thursday    April
## 78     0.06944444              Both  01:00 PM 04/10/2022    Sunday    April
## 79     0.11334552           Graphic  02:52 PM 04/11/2022    Monday    April
## 80     0.11631944             Photo  09:58 AM 04/15/2022    Friday    April
## 81     0.06500956              Both  01:03 PM 04/17/2022    Sunday    April
## 82     0.00000000              <NA>      <NA> 04/22/2022    Friday    April
## 83     0.08673469              Both  01:11 PM 04/27/2022 Wednesday    April
## 84     0.04669261              Both  01:04 PM 05/01/2022    Sunday      May
## 85     0.06586826           Graphic  12:49 PM 05/03/2022   Tuesday      May
## 86     0.06428571           Graphic  12:54 PM 05/04/2022 Wednesday      May
## 87     0.05696203           Graphic  12:51 PM 05/05/2022  Thursday      May
## 88     0.07834101              Both  11:45 PM 05/07/2022  Saturday      May
## 89     0.08417508           Graphic  01:15 PM 05/11/2022 Wednesday      May
## 90     0.08695652           Graphic  03:57 PM 05/23/2022    Monday      May
## 91     0.09842520           Graphic  11:45 AM 05/31/2022   Tuesday      May
## 92     0.08000000           Graphic  11:05 AM 06/02/2022  Thursday     June
## 93     0.10000000           Graphic  07:00 AM 06/07/2022   Tuesday     June
## 94     0.07878788              Both  08:03 PM 06/19/2022    Sunday     June
## 95     0.05763689           Graphic  03:30 PM 06/24/2022    Friday     June
##     month_f  hour hour_f        day_hour id month_freq week week_freq day_freq
## 1   January 11 AM  11 AM    Monday 11 AM  1         10   01         2        1
## 2   January 10 AM  10 AM  Thursday 10 AM  2         10   01         2        1
## 3   January  1 PM   1 PM    Tuesday 1 PM  3         10   02         3        1
## 4   January  <NA>   <NA>            <NA>  4         10   02         3        1
## 5   January  <NA>   <NA>            <NA>  5         10   02         3        1
## 6   January 10 AM  10 AM    Friday 10 AM  6         10   03         2        2
## 7   January  5 PM   5 PM     Friday 5 PM  7         10   03         2        2
## 8   January  5 PM   5 PM     Monday 5 PM  8         10   04         2        1
## 9   January 12 PM  12 PM Wednesday 12 PM  9         10   04         2        1
## 10  January  6 PM   6 PM     Monday 6 PM 10         10   05         2        1
## 11 February  6 PM   6 PM    Tuesday 6 PM 11          8   05         2        1
## 12 February  6 PM   6 PM     Monday 6 PM 12          8   06         2        1
## 13 February 11 AM  11 AM  Thursday 11 AM 13          8   06         2        1
## 14 February  8 AM   8 AM     Monday 8 AM 14          8   07         2        1
## 15 February 12 PM  12 PM    Friday 12 PM 15          8   07         2        1
## 16 February 11 AM  11 AM   Tuesday 11 AM 16          8   08         2        1
## 17 February 10 AM  10 AM  Thursday 10 AM 17          8   08         2        1
## 18 February  8 AM   8 AM     Monday 8 AM 18          8   09         3        1
## 19    March 11 AM  11 AM Wednesday 11 AM 19         10   09         3        1
## 20    March  7 PM   7 PM   Thursday 7 PM 20         10   09         3        1
## 21    March  3 PM   3 PM    Tuesday 3 PM 21         10   10         1        1
## 22    March  1 PM   1 PM  Wednesday 1 PM 22         10   11         2        1
## 23    March 12 PM  12 PM    Sunday 12 PM 23         10   11         2        1
## 24    March  9 AM   9 AM    Tuesday 9 AM 24         10   12         1        1
## 25    March 10 AM  10 AM    Monday 10 AM 25         10   13         4        1
## 26    March 10 AM  10 AM   Tuesday 10 AM 26         10   13         4        1
## 27    March 12 PM  12 PM Wednesday 12 PM 27         10   13         4        1
## 28    March  1 PM   1 PM   Thursday 1 PM 28         10   13         4        1
## 29    April 12 PM  12 PM    Monday 12 PM 29         17   14         4        1
## 30    April  9 AM   9 AM   Thursday 9 AM 30         17   14         4        1
## 31    April 11 AM  11 AM    Friday 11 AM 31         17   14         4        1
## 32    April  1 PM   1 PM   Saturday 1 PM 32         17   14         4        1
## 33    April  8 AM   8 AM     Friday 8 AM 33         17   15         2        1
## 34    April  1 PM   1 PM   Saturday 1 PM 34         17   15         2        1
## 35    April  1 PM   1 PM     Monday 1 PM 35         17   16         5        1
## 36    April 12 PM  12 PM   Tuesday 12 PM 36         17   16         5        1
## 37    April 12 PM  12 PM    Friday 12 PM 37         17   16         5        2
## 38    April  <NA>   <NA>            <NA> 38         17   16         5        2
## 39    April  1 PM   1 PM   Saturday 1 PM 39         17   16         5        1
## 40    April  9 AM   9 AM     Monday 9 AM 40         17   17         6        5
## 41    April 10 AM  10 AM    Monday 10 AM 41         17   17         6        5
## 42    April 12 PM  12 PM    Monday 12 PM 42         17   17         6        5
## 43    April  1 PM   1 PM     Monday 1 PM 43         17   17         6        5
## 44    April  2 PM   2 PM     Monday 2 PM 44         17   17         6        5
## 45    April 12 PM  12 PM  Saturday 12 PM 45         17   17         6        1
## 46      May 11 AM  11 AM    Monday 11 AM 46         14   18         3        1
## 47      May  3 PM   3 PM   Thursday 3 PM 47         14   18         3        1
## 48      May 11 AM  11 AM    Friday 11 AM 48         14   18         3        1
## 49      May  3 PM   3 PM     Monday 3 PM 49         14   19         4        1
## 50      May  3 PM   3 PM    Tuesday 3 PM 50         14   19         4        1
## 51      May 12 PM  12 PM Wednesday 12 PM 51         14   19         4        1
## 52      May 10 AM  10 AM    Friday 10 AM 52         14   19         4        1
## 53      May  1 PM   1 PM  Wednesday 1 PM 53         14   20         2        1
## 54      May 11 AM  11 AM    Friday 11 AM 54         14   20         2        1
## 55      May  2 PM   2 PM     Monday 2 PM 55         14   21         4        1
## 56      May 12 PM  12 PM Wednesday 12 PM 56         14   21         4        1
## 57      May  4 PM   4 PM   Thursday 4 PM 57         14   21         4        1
## 58      May 11 AM  11 AM    Friday 11 AM 58         14   21         4        1
## 59      May 11 AM  11 AM   Tuesday 11 AM 59         14   22         6        1
## 60     June 12 PM  12 PM Wednesday 12 PM 60          9   22         6        1
## 61     June 11 AM  11 AM  Thursday 11 AM 61          9   22         6        1
## 62     June  9 AM   9 AM     Friday 9 AM 62          9   22         6        1
## 63     June 12 PM  12 PM  Saturday 12 PM 63          9   22         6        1
## 64     June 12 PM  12 PM    Sunday 12 PM 64          9   22         6        1
## 65     June  7 AM   7 AM     Monday 7 AM 65          9   23         4        1
## 66     June  7 AM   7 AM    Tuesday 7 AM 66          9   23         4        1
## 67     June  7 PM   7 PM  Wednesday 7 PM 67          9   23         4        1
## 68     June  2 PM   2 PM   Thursday 2 PM 68          9   23         4        1
## 69  January  9 AM   9 AM     Friday 9 AM  1          1   01         1        1
## 70 February  8 AM   8 AM     Monday 8 AM  2          3   07         1        1
## 71 February 12 PM  12 PM   Tuesday 12 PM  3          3   08         1        1
## 72 February  2 PM   2 PM     Monday 2 PM  4          3   09         1        1
## 73    March 10 AM  10 AM    Monday 10 AM  5          4   10         1        1
## 74    March 12 PM  12 PM Wednesday 12 PM  6          4   11         1        1
## 75    March  2 PM   2 PM   Thursday 2 PM  7          4   12         1        1
## 76    March  7 PM   7 PM     Monday 7 PM  8          4   13         1        1
## 77    April  7 PM   7 PM   Thursday 7 PM  9          7   14         2        1
## 78    April  1 PM   1 PM     Sunday 1 PM 10          7   14         2        1
## 79    April  2 PM   2 PM     Monday 2 PM 11          7   15         3        1
## 80    April  9 AM   9 AM     Friday 9 AM 12          7   15         3        1
## 81    April  1 PM   1 PM     Sunday 1 PM 13          7   15         3        1
## 82    April  <NA>   <NA>            <NA> 14          7   16         1        1
## 83    April  1 PM   1 PM  Wednesday 1 PM 15          7   17         2        1
## 84      May  1 PM   1 PM     Sunday 1 PM 16          8   17         2        1
## 85      May 12 PM  12 PM   Tuesday 12 PM 17          8   18         4        1
## 86      May 12 PM  12 PM Wednesday 12 PM 18          8   18         4        1
## 87      May 12 PM  12 PM  Thursday 12 PM 19          8   18         4        1
## 88      May 11 PM  11 PM  Saturday 11 PM 20          8   18         4        1
## 89      May  1 PM   1 PM  Wednesday 1 PM 21          8   19         1        1
## 90      May  3 PM   3 PM     Monday 3 PM 22          8   21         1        1
## 91      May 11 AM  11 AM            <NA> 23          8   22         2        1
## 92     June 11 AM  11 AM  Thursday 11 AM 24          4   22         2        1
## 93     June  7 AM   7 AM    Tuesday 7 AM 25          4   23         1        1
## 94     June  8 PM   8 PM     Sunday 8 PM 26          4   24         1        1
## 95     June  3 PM   3 PM     Friday 3 PM 27          4   25         1        1
##           g_or_p      g_or_p_f  Org eng_rate_pct    rm month_freq_f week_freq_f
## 1        Graphic       Graphic  FMT     5.605787 FALSE           10           2
## 2        Graphic       Graphic  FMT    10.278746 FALSE           10           2
## 3        Graphic       Graphic  FMT    20.154374 FALSE           10           3
## 4          Video         Video  FMT           NA  TRUE           10           3
## 5  Video Graphic Video Graphic  FMT           NA  TRUE           10           3
## 6        Graphic       Graphic  FMT     8.307210 FALSE           10           2
## 7        Graphic       Graphic  FMT    20.329301 FALSE           10           2
## 8        Graphic       Graphic  FMT     8.588957 FALSE           10           2
## 9        Graphic       Graphic  FMT     7.166853 FALSE           10           2
## 10         Photo         Photo  FMT    14.112512 FALSE           10           2
## 11       Graphic       Graphic  FMT     7.239819 FALSE            8           2
## 12       Graphic       Graphic  FMT     9.670330 FALSE            8           2
## 13       Graphic       Graphic  FMT    28.024300 FALSE            8           2
## 14       Graphic       Graphic  FMT     8.891596 FALSE            8           2
## 15       Graphic       Graphic  FMT     6.766055 FALSE            8           2
## 16         Photo         Photo  FMT     8.519108 FALSE            8           2
## 17       Graphic       Graphic  FMT     3.970588 FALSE            8           2
## 18         Photo         Photo  FMT     9.585353 FALSE            8           3
## 19       Graphic       Graphic  FMT     4.551046 FALSE           10           3
## 20       Graphic       Graphic  FMT    11.147327 FALSE           10           3
## 21       Graphic       Graphic  FMT    12.101911 FALSE           10           1
## 22         Photo         Photo  FMT     6.574142 FALSE           10           2
## 23       Graphic       Graphic  FMT     7.055961 FALSE           10           2
## 24         Photo         Photo  FMT    11.111111 FALSE           10           1
## 25          Both          Both  FMT    13.264033 FALSE           10           4
## 26       Graphic       Graphic  FMT     4.625199 FALSE           10           4
## 27       Graphic       Graphic  FMT     5.128205 FALSE           10           4
## 28       Graphic       Graphic  FMT    12.467532 FALSE           10           4
## 29       Graphic       Graphic  FMT     6.115965 FALSE           17           4
## 30         Photo         Photo  FMT     8.564815 FALSE           17           4
## 31       Graphic       Graphic  FMT     8.077361 FALSE           17           4
## 32          Both          Both  FMT     5.839416 FALSE           17           4
## 33         Photo         Photo  FMT     7.565470 FALSE           17           2
## 34          Both          Both  FMT     4.507042 FALSE           17           2
## 35       Graphic       Graphic  FMT     4.856512 FALSE           17           5
## 36       Graphic       Graphic  FMT     7.231920 FALSE           17           5
## 37       Graphic       Graphic  FMT     6.658596 FALSE           17           5
## 38          <NA>          <NA>  FMT           NA  TRUE           17           5
## 39          Both          Both  FMT     5.353535 FALSE           17           5
## 40       Graphic       Graphic  FMT     5.241090 FALSE           17           6
## 41       Graphic       Graphic  FMT     6.073753 FALSE           17           6
## 42       Graphic       Graphic  FMT     4.009434 FALSE           17           6
## 43       Graphic       Graphic  FMT     4.545455 FALSE           17           6
## 44       Graphic       Graphic  FMT     3.488372 FALSE           17           6
## 45          Both          Both  FMT     3.743316 FALSE           17           6
## 46       Graphic       Graphic  FMT    10.542477 FALSE           14           3
## 47       Graphic       Graphic  FMT    10.054645 FALSE           14           3
## 48         Photo         Photo  FMT    10.016420 FALSE           14           3
## 49       Graphic       Graphic  FMT     6.967985 FALSE           14           4
## 50          Both          Both  FMT     6.729940 FALSE           14           4
## 51       Graphic       Graphic  FMT     6.868132 FALSE           14           4
## 52       Graphic       Graphic  FMT     7.772021 FALSE           14           4
## 53       Graphic       Graphic  FMT     3.646833 FALSE           14           2
## 54       Graphic       Graphic  FMT    10.862620 FALSE           14           2
## 55       Graphic       Graphic  FMT     8.314264 FALSE           14           4
## 56       Graphic       Graphic  FMT    16.987741 FALSE           14           4
## 57         Photo         Photo  FMT    11.069882 FALSE           14           4
## 58       Graphic       Graphic  FMT     8.171206 FALSE           14           4
## 59       Graphic       Graphic  FMT     8.189158 FALSE           14           6
## 60          Both          Both  FMT     6.901408 FALSE            9           6
## 61       Graphic       Graphic  FMT     7.936508 FALSE            9           6
## 62       Graphic       Graphic  FMT    10.554090 FALSE            9           6
## 63       Graphic       Graphic  FMT     4.982517 FALSE            9           6
## 64       Graphic       Graphic  FMT     4.049080 FALSE            9           6
## 65       Graphic       Graphic  FMT     8.780488 FALSE            9           4
## 66       Graphic       Graphic  FMT    14.040115 FALSE            9           4
## 67         Photo         Photo  FMT    11.692845 FALSE            9           4
## 68       Graphic       Graphic  FMT    13.470116 FALSE            9           4
## 69          Both          Both FMTF     7.773109 FALSE            1           1
## 70       Graphic       Graphic FMTF    14.106583 FALSE            3           1
## 71         Photo         Photo FMTF    10.548523 FALSE            3           1
## 72       Graphic       Graphic FMTF    13.398693 FALSE            3           1
## 73       Graphic       Graphic FMTF     8.108108 FALSE            4           1
## 74         Photo         Photo FMTF     8.586762 FALSE            4           1
## 75       Graphic       Graphic FMTF    11.011236 FALSE            4           1
## 76       Graphic       Graphic FMTF    10.033445 FALSE            4           1
## 77          Both          Both FMTF     7.868020 FALSE            7           2
## 78          Both          Both FMTF     6.944444 FALSE            7           2
## 79       Graphic       Graphic FMTF    11.334552 FALSE            7           3
## 80         Photo         Photo FMTF    11.631944 FALSE            7           3
## 81          Both          Both FMTF     6.500956 FALSE            7           3
## 82          <NA>          <NA> FMTF     0.000000  TRUE            7           1
## 83          Both          Both FMTF     8.673469 FALSE            7           2
## 84          Both          Both FMTF     4.669261 FALSE            8           2
## 85       Graphic       Graphic FMTF     6.586826 FALSE            8           4
## 86       Graphic       Graphic FMTF     6.428571 FALSE            8           4
## 87       Graphic       Graphic FMTF     5.696203 FALSE            8           4
## 88          Both          Both FMTF     7.834101 FALSE            8           4
## 89       Graphic       Graphic FMTF     8.417508 FALSE            8           1
## 90       Graphic       Graphic FMTF     8.695652 FALSE            8           1
## 91       Graphic       Graphic FMTF     9.842520 FALSE            8           2
## 92       Graphic       Graphic FMTF     8.000000 FALSE            4           2
## 93       Graphic       Graphic FMTF    10.000000 FALSE            4           1
## 94          Both          Both FMTF     7.878788 FALSE            4           1
## 95       Graphic       Graphic FMTF     5.763689 FALSE            4           1
##    day_freq_f
## 1           1
## 2           1
## 3           1
## 4           1
## 5           1
## 6           2
## 7           2
## 8           1
## 9           1
## 10          1
## 11          1
## 12          1
## 13          1
## 14          1
## 15          1
## 16          1
## 17          1
## 18          1
## 19          1
## 20          1
## 21          1
## 22          1
## 23          1
## 24          1
## 25          1
## 26          1
## 27          1
## 28          1
## 29          1
## 30          1
## 31          1
## 32          1
## 33          1
## 34          1
## 35          1
## 36          1
## 37          2
## 38          2
## 39          1
## 40          5
## 41          5
## 42          5
## 43          5
## 44          5
## 45          1
## 46          1
## 47          1
## 48          1
## 49          1
## 50          1
## 51          1
## 52          1
## 53          1
## 54          1
## 55          1
## 56          1
## 57          1
## 58          1
## 59          1
## 60          1
## 61          1
## 62          1
## 63          1
## 64          1
## 65          1
## 66          1
## 67          1
## 68          1
## 69          1
## 70          1
## 71          1
## 72          1
## 73          1
## 74          1
## 75          1
## 76          1
## 77          1
## 78          1
## 79          1
## 80          1
## 81          1
## 82          1
## 83          1
## 84          1
## 85          1
## 86          1
## 87          1
## 88          1
## 89          1
## 90          1
## 91          1
## 92          1
## 93          1
## 94          1
## 95          1

Facebook

Some initial exploration of the data. First, when are Facebook posts are posted and then a dive into impressions and engagement rates and how other variables affect it.

Number of Posts

Looks like the most facbook posts have been posted in February and March for FMT and February and april for FMT Foundation. Most facebook postss are posted on Friday across both organizations. FMT posted the most to facebook at 2pm while FMT Foundation posted the most at 9am and 1pm.

Engagement Rates by Graphic or Photo

Removing the videos and NA. It appears as if the engagement rate is lower for graphics or graphic and photos compared to just photos.

Engagement Rates by Frequency of Posts

Now let’s look at how the frequency of instas across months, days, and weeks affects open rates.

Looks like there the highest engagement on facebook is between 4 and 5 posts per month.

Again, across both organizations, engagement rate decreases above 2 posts per week on facebook.

FMT Foundation has only ever posted once per day, so can’t make any conclusions. However, the average engagement rate is lower with 2 faceboook posts per day compared to 1 facebook post per day from FMT.

Engagement Rates by Day & Hour

First let’s look at engagement rates by day and by hour separately. Looks like engagement rates are highest on Tuesdays for both organizations, though limited data.

Looking at the hour of day, 1PM has the highest engagement rates for both organizations.

Looks like for both organizations, posting on Facebook on Tuesday at 1PM has the highest engagement rate. Friday at 4PM appears to be the second best time.

Prep for Saving Data

fb
##      Weekday       Date                Time
## 1     Monday 2022-01-03 1899-12-30 08:48:00
## 2    Tuesday 2022-01-11 1899-12-30 13:12:00
## 3     Friday 2022-01-14 1899-12-30 12:37:00
## 4     Friday 2022-01-21 1899-12-30 11:20:00
## 5     Friday 2022-01-21 1899-12-30 16:13:00
## 6    Tuesday 2022-02-01 1899-12-30 17:04:00
## 7     Friday 2022-02-04 1899-12-30 14:37:00
## 8     Friday 2022-02-04 1899-12-30 14:50:00
## 9     Monday 2022-02-07 1899-12-30 19:28:00
## 10    Monday 2022-02-14 1899-12-30 08:52:00
## 11    Friday 2022-02-18 1899-12-30 14:58:00
## 12   Tuesday 2022-02-22 1899-12-30 12:55:00
## 13  Thursday 2022-02-24 1899-12-30 11:49:00
## 14    Monday 2022-02-28 1899-12-30 09:42:00
## 15 Wednesday 2022-03-02 1899-12-30 12:06:00
## 16  Thursday 2022-03-03 1899-12-30 20:00:00
## 17   Tuesday 2022-03-08 1899-12-30 16:50:00
## 18    Friday 2022-03-11 1899-12-30 12:14:00
## 19 Wednesday 2022-03-16 1899-12-30 13:33:00
## 20    Sunday 2022-03-20 1899-12-30 13:55:00
## 21   Tuesday 2022-03-22 1899-12-30 10:56:00
## 22 Wednesday 2022-03-23 1899-12-30 10:15:00
## 23 Wednesday 2022-03-30 1899-12-30 14:18:00
## 24  Thursday 2022-04-07 1899-12-30 10:06:00
## 25   Tuesday 2022-04-12 1899-12-30 18:32:00
## 26    Friday 2022-04-15 1899-12-30 09:29:00
## 27  Thursday 2022-05-26 1899-12-30 17:46:00
## 28    Friday 2022-05-27 1899-12-30 16:46:00
## 29  Thursday 2022-06-09 1899-12-30 18:44:00
## 30  Saturday 2022-06-11 1899-12-30 13:24:00
## 31  Saturday 2022-06-18 1899-12-30 17:57:00
## 32    Sunday 2022-06-19 1899-12-30 14:07:00
## 33    Monday 2022-06-27 1899-12-30 20:43:00
## 34    Friday 2022-01-07 1899-12-30 09:14:00
## 35    Friday 2022-02-11 1899-12-30 16:05:00
## 36    Monday 2022-02-14 1899-12-30 09:18:00
## 37   Tuesday 2022-02-22 1899-12-30 13:12:00
## 38    Monday 2022-02-28 1899-12-30 15:23:00
## 39 Wednesday 2022-03-16 1899-12-30 13:30:00
## 40    Monday 2022-03-28 1899-12-30 20:15:00
## 41  Thursday 2022-04-07 1899-12-30 17:10:00
## 42    Friday 2022-04-15 1899-12-30 10:08:00
## 43    Friday 2022-04-22 1899-12-30 09:43:00
## 44    Sunday 2022-04-24 1899-12-30 13:46:00
## 45  Saturday 2022-05-07 1899-12-30 12:45:00
##                                         Post Impressions Engagements
## 1                 Monthly newsletter sign up         482          20
## 2                           Weed Leglization         482          52
## 3                        Freedom to Vote Act         222          14
## 4                        Freedom to Vote Act         240           4
## 5                   Book Banning in Billings        2887         229
## 6                 Transcendent Joy Committee         323           6
## 7                    NWE Protest event share          NA          NA
## 8                     NWE Public comment ask         186           4
## 9                             SB 319 Victory         246          11
## 10                           Valentine's day         383           8
## 11                          Power Play Promo         336           8
## 12                           Board Spotlight         400          24
## 13                      Rockstar recruitment         450           5
## 14                           Staff Spotlight         858          22
## 15            Roadshow committee recruitment         223           6
## 16 Call for Submissions for Transcendent Joy         695          18
## 17                 International Women's Day         916          38
## 18              Sunrise Movement Event share          NA          NA
## 19                           Board Spotlight         643          24
## 20                    Roadshow Save the Date        1042          46
## 21                           Staff Spotlight         934          43
## 22                       LGBTQ+ Skate Clinic        1265          86
## 23                                COF Launch         279           4
## 24                           Staff Spotlight        1114          33
## 25    Live streaming - Billings school board        2597         785
## 26                           Board Spotlight         680          35
## 27                           Staff Spotlight          NA          NA
## 28             Transcendent Joy Launch Party         447          13
## 29                        Pride month events         298           5
## 30                           Staff Spotlight         353          20
## 31                           Board Elections         113           4
## 32                                Juneteenth         909          52
## 33                               RHOF photos         506          43
## 34            High School Programs Highlight         160           4
## 35                              VR highlight         166          12
## 36                      Valentine's Day Post          81           1
## 37                           Board Spotlight         415          42
## 38                       Alphabet Soup promo          90           6
## 39                           Board Spotlight         180           7
## 40                           COF Recruitment          85           2
## 41               Equal justice for all event         107           8
## 42                           Board Spotlight         129           5
## 43                              Courts Video          64           3
## 44                            Volunteer Post          69           2
## 45                        Give Big thank you          72           2
##    Enagement rate Graphic or Photo? ampm_time   usa_date weekday_f    month
## 1      0.04149378           Graphic  08:48 AM 01/03/2022    Monday  January
## 2      0.10788382           Graphic  01:12 PM 01/11/2022   Tuesday  January
## 3      0.06306306           Graphic  12:37 PM 01/14/2022    Friday  January
## 4      0.01666667           Graphic  11:20 AM 01/21/2022    Friday  January
## 5      0.07932109           Graphic  04:13 PM 01/21/2022    Friday  January
## 6      0.01857585           Graphic  05:04 PM 02/01/2022   Tuesday February
## 7              NA              <NA>  02:37 PM 02/04/2022    Friday February
## 8      0.02150538           Graphic  02:50 PM 02/04/2022    Friday February
## 9      0.04471545           Graphic  07:28 PM 02/07/2022    Monday February
## 10     0.02088773           Graphic  08:52 AM 02/14/2022    Monday February
## 11     0.02380952           Graphic  02:58 PM 02/18/2022    Friday February
## 12     0.06000000             Photo  12:55 PM 02/22/2022   Tuesday February
## 13     0.01111111              Both  11:49 AM 02/24/2022  Thursday February
## 14     0.02564103             Photo  09:42 AM 02/28/2022    Monday February
## 15     0.02690583           Graphic  12:06 PM 03/02/2022 Wednesday    March
## 16     0.02589928           Graphic  08:00 PM 03/03/2022  Thursday    March
## 17     0.04148472              Both  04:50 PM 03/08/2022   Tuesday    March
## 18             NA              <NA>  12:14 PM 03/11/2022    Friday    March
## 19     0.03732504             Photo  01:33 PM 03/16/2022 Wednesday    March
## 20     0.04414587           Graphic  01:55 PM 03/20/2022    Sunday    March
## 21     0.04603854             Photo  10:56 AM 03/22/2022   Tuesday    March
## 22     0.06798419              Both  10:15 AM 03/23/2022 Wednesday    March
## 23     0.01433692           Graphic  02:18 PM 03/30/2022 Wednesday    March
## 24     0.02962298             Photo  10:06 AM 04/07/2022  Thursday    April
## 25     0.30227185             Video  06:32 PM 04/12/2022   Tuesday    April
## 26     0.05147059             Photo  09:29 AM 04/15/2022    Friday    April
## 27             NA              <NA>  05:46 PM 05/26/2022  Thursday      May
## 28     0.02908277           Graphic  04:46 PM 05/27/2022    Friday      May
## 29     0.01677852           Graphic  06:44 PM 06/09/2022  Thursday     June
## 30     0.05665722             Photo  01:24 PM 06/11/2022  Saturday     June
## 31     0.03539823           Graphic  05:57 PM 06/18/2022  Saturday     June
## 32     0.05720572           Graphic  02:07 PM 06/19/2022    Sunday     June
## 33     0.08498024            Photos  08:43 PM 06/27/2022    Monday     June
## 34     0.02500000              Both  09:14 AM 01/07/2022    Friday  January
## 35     0.07228916              Both  04:05 PM 02/11/2022    Friday February
## 36     0.01234568           Graphic  09:18 AM 02/14/2022    Monday February
## 37     0.10120482             Photo  01:12 PM 02/22/2022   Tuesday February
## 38     0.06666667           Graphic  03:23 PM 02/28/2022    Monday February
## 39     0.03888889             Photo  01:30 PM 03/16/2022 Wednesday    March
## 40     0.02352941           Graphic  08:15 PM 03/28/2022    Monday    March
## 41     0.07476636              Both  05:10 PM 04/07/2022  Thursday    April
## 42     0.03875969             Photo  10:08 AM 04/15/2022    Friday    April
## 43     0.04687500             Video  09:43 AM 04/22/2022    Friday    April
## 44     0.02898551              Both  01:46 PM 04/24/2022    Sunday    April
## 45     0.02777778              <NA>  12:45 PM 05/07/2022  Saturday      May
##     month_f  hour hour_f        day_hour id month_freq week week_freq day_freq
## 1   January  8 AM   8 AM     Monday 8 AM  1          5   01         1        1
## 2   January  1 PM   1 PM    Tuesday 1 PM  2          5   02         2        1
## 3   January 12 PM  12 PM    Friday 12 PM  3          5   02         2        1
## 4   January 11 AM  11 AM    Friday 11 AM  4          5   03         2        2
## 5   January  4 PM   4 PM     Friday 4 PM  5          5   03         2        2
## 6  February  5 PM   5 PM    Tuesday 5 PM  6          9   05         3        1
## 7  February  2 PM   2 PM     Friday 2 PM  7          9   05         3        2
## 8  February  2 PM   2 PM     Friday 2 PM  8          9   05         3        2
## 9  February  7 PM   7 PM     Monday 7 PM  9          9   06         1        1
## 10 February  8 AM   8 AM     Monday 8 AM 10          9   07         2        1
## 11 February  2 PM   2 PM     Friday 2 PM 11          9   07         2        1
## 12 February 12 PM  12 PM   Tuesday 12 PM 12          9   08         2        1
## 13 February 11 AM  11 AM  Thursday 11 AM 13          9   08         2        1
## 14 February  9 AM   9 AM     Monday 9 AM 14          9   09         3        1
## 15    March 12 PM  12 PM Wednesday 12 PM 15          9   09         3        1
## 16    March  8 PM   8 PM   Thursday 8 PM 16          9   09         3        1
## 17    March  4 PM   4 PM    Tuesday 4 PM 17          9   10         2        1
## 18    March 12 PM  12 PM    Friday 12 PM 18          9   10         2        1
## 19    March  1 PM   1 PM  Wednesday 1 PM 19          9   11         2        1
## 20    March  1 PM   1 PM     Sunday 1 PM 20          9   11         2        1
## 21    March 10 AM  10 AM   Tuesday 10 AM 21          9   12         2        1
## 22    March 10 AM  10 AM Wednesday 10 AM 22          9   12         2        1
## 23    March  2 PM   2 PM  Wednesday 2 PM 23          9   13         1        1
## 24    April 10 AM  10 AM  Thursday 10 AM 24          3   14         1        1
## 25    April  6 PM   6 PM    Tuesday 6 PM 25          3   15         2        1
## 26    April  9 AM   9 AM     Friday 9 AM 26          3   15         2        1
## 27      May  5 PM   5 PM   Thursday 5 PM 27          2   21         2        1
## 28      May  4 PM   4 PM     Friday 4 PM 28          2   21         2        1
## 29     June  6 PM   6 PM   Thursday 6 PM 29          5   23         2        1
## 30     June  1 PM   1 PM   Saturday 1 PM 30          5   23         2        1
## 31     June  5 PM   5 PM   Saturday 5 PM 31          5   24         2        1
## 32     June  2 PM   2 PM     Sunday 2 PM 32          5   24         2        1
## 33     June  8 PM   8 PM     Monday 8 PM 33          5   26         1        1
## 34  January  9 AM   9 AM     Friday 9 AM  1          1   01         1        1
## 35 February  4 PM   4 PM     Friday 4 PM  2          4   06         1        1
## 36 February  9 AM   9 AM     Monday 9 AM  3          4   07         1        1
## 37 February  1 PM   1 PM    Tuesday 1 PM  4          4   08         1        1
## 38 February  3 PM   3 PM     Monday 3 PM  5          4   09         1        1
## 39    March  1 PM   1 PM  Wednesday 1 PM  6          2   11         1        1
## 40    March  8 PM   8 PM     Monday 8 PM  7          2   13         1        1
## 41    April  5 PM   5 PM   Thursday 5 PM  8          4   14         1        1
## 42    April 10 AM  10 AM    Friday 10 AM  9          4   15         1        1
## 43    April  9 AM   9 AM     Friday 9 AM 10          4   16         2        1
## 44    April  1 PM   1 PM     Sunday 1 PM 11          4   16         2        1
## 45      May 12 PM  12 PM  Saturday 12 PM 12          1   18         1        1
##     g_or_p g_or_p_f  Org eng_rate_pct    rm month_freq_f week_freq_f day_freq_f
## 1  Graphic  Graphic  FMT     4.149378 FALSE            5           1          1
## 2  Graphic  Graphic  FMT    10.788382 FALSE            5           2          1
## 3  Graphic  Graphic  FMT     6.306306 FALSE            5           2          1
## 4  Graphic  Graphic  FMT     1.666667 FALSE            5           2          2
## 5  Graphic  Graphic  FMT     7.932109 FALSE            5           2          2
## 6  Graphic  Graphic  FMT     1.857585 FALSE            9           3          1
## 7     <NA>     <NA>  FMT           NA  TRUE            9           3          2
## 8  Graphic  Graphic  FMT     2.150538 FALSE            9           3          2
## 9  Graphic  Graphic  FMT     4.471545 FALSE            9           1          1
## 10 Graphic  Graphic  FMT     2.088773 FALSE            9           2          1
## 11 Graphic  Graphic  FMT     2.380952 FALSE            9           2          1
## 12   Photo    Photo  FMT     6.000000 FALSE            9           2          1
## 13    Both     Both  FMT     1.111111 FALSE            9           2          1
## 14   Photo    Photo  FMT     2.564103 FALSE            9           3          1
## 15 Graphic  Graphic  FMT     2.690583 FALSE            9           3          1
## 16 Graphic  Graphic  FMT     2.589928 FALSE            9           3          1
## 17    Both     Both  FMT     4.148472 FALSE            9           2          1
## 18    <NA>     <NA>  FMT           NA  TRUE            9           2          1
## 19   Photo    Photo  FMT     3.732504 FALSE            9           2          1
## 20 Graphic  Graphic  FMT     4.414587 FALSE            9           2          1
## 21   Photo    Photo  FMT     4.603854 FALSE            9           2          1
## 22    Both     Both  FMT     6.798419 FALSE            9           2          1
## 23 Graphic  Graphic  FMT     1.433692 FALSE            9           1          1
## 24   Photo    Photo  FMT     2.962298 FALSE            3           1          1
## 25   Video    Video  FMT    30.227185  TRUE            3           2          1
## 26   Photo    Photo  FMT     5.147059 FALSE            3           2          1
## 27    <NA>     <NA>  FMT           NA  TRUE            2           2          1
## 28 Graphic  Graphic  FMT     2.908277 FALSE            2           2          1
## 29 Graphic  Graphic  FMT     1.677852 FALSE            5           2          1
## 30   Photo    Photo  FMT     5.665722 FALSE            5           2          1
## 31 Graphic  Graphic  FMT     3.539823 FALSE            5           2          1
## 32 Graphic  Graphic  FMT     5.720572 FALSE            5           2          1
## 33   Photo    Photo  FMT     8.498024 FALSE            5           1          1
## 34    Both     Both FMTF     2.500000 FALSE            1           1          1
## 35    Both     Both FMTF     7.228916 FALSE            4           1          1
## 36 Graphic  Graphic FMTF     1.234568 FALSE            4           1          1
## 37   Photo    Photo FMTF    10.120482 FALSE            4           1          1
## 38 Graphic  Graphic FMTF     6.666667 FALSE            4           1          1
## 39   Photo    Photo FMTF     3.888889 FALSE            2           1          1
## 40 Graphic  Graphic FMTF     2.352941 FALSE            2           1          1
## 41    Both     Both FMTF     7.476636 FALSE            4           1          1
## 42   Photo    Photo FMTF     3.875969 FALSE            4           1          1
## 43   Video    Video FMTF     4.687500  TRUE            4           2          1
## 44    Both     Both FMTF     2.898551 FALSE            4           2          1
## 45    <NA>     <NA> FMTF     2.777778  TRUE            1           1          1

TikTok

Exploration

Some initial exploration of the data. First, when are TikToks are posted and then a dive into likes per plays.

Number of TikToks

Looks like the most tiktoks have been posted in June and most tiktoks are posted on Wed. and Friday. And the most popular times to post tiktok is 3pm.

Like Percent by Plays

There are definitely a couple emails with high open rates and a low amount of recipients. With those there appears to be a decrease in the open rate with an increasing amount of recipients.

Like Percent by Frequency of TikTok

Now let’s look at how the frequency of tiktoks across months, days, and weeks affects like rates.

Looks like there is no relationship between tiktoks per month and like percent.

Looks like there might be a slight increase in the like percent rate as more tiktoks are posted per week.

Only one tiktok has ever been posted in a given day.

Like Percent by Day & Hour

First let’s look at like percent is highest on Wednesday or Tue. - Th.

Looking at the hour of day, 12PM, 1PM, or 3PM has the highest like percent.

Now let’s look at open rates by the day and hour combination (e.g. Thursday 12PM). Looks like Tuesday at 12pm, Wednesday at 3pm, or Thursday at 1pm are the best times to post tiktoks to get likes.

Prep for Saving Data

tt
##      Weekday       Date                Time                      Video
## 1     Monday 2022-01-03 1899-12-30 14:28:00           Photos from 2021
## 2     Friday 2022-01-21 1899-12-30 14:40:00          Weed legalization
## 3    Tuesday 2022-01-25 1899-12-30 16:27:00       Voting calendar 2022
## 4   Thursday 2022-01-27 1899-12-30 13:56:00               Book banning
## 5     Friday 2022-01-28 1899-12-30 16:15:00 Checking other people's VR
## 6  Wednesday 2022-02-09 1899-12-30 09:11:00         Rating Politicians
## 7     Friday 2022-02-18 1899-12-30 08:53:00         Signs with Izzy #1
## 8  Wednesday 2022-02-23 1899-12-30 15:56:00         Voicemail lip sync
## 9     Friday 2022-03-18 1899-12-30 09:55:00         Signs with Izzy #2
## 10 Wednesday 2022-04-20 1899-12-30 12:29:00              Roadshow Info
## 11    Friday 2022-04-22 1899-12-30 15:53:00    Gianforte's birth chart
## 12    Monday 2022-06-06 1899-12-30 12:13:00            GOTV with Mette
## 13 Wednesday 2022-06-08 1899-12-30 15:44:00     Voter shirt with Mette
## 14    Monday 2022-06-13 1899-12-30 13:07:00           Transcendent Joy
## 15   Tuesday 2022-06-28 1899-12-30 12:34:00              Phone Banking
## 16 Wednesday 2022-06-29 1899-12-30 15:49:00              DPHHS Hearing
## 17  Thursday 2022-06-30 1899-12-30 13:23:00    DPHHS Hearing follow up
##    Views/Plays Likes Likes per plays ampm_time   usa_date weekday_f    month
## 1          268     8      0.02985075  02:28 PM 01/03/2022    Monday  January
## 2         1482    43      0.02901484  02:40 PM 01/21/2022    Friday  January
## 3          324     6      0.01851852  04:27 PM 01/25/2022   Tuesday  January
## 4          560    16      0.02857143  01:56 PM 01/27/2022  Thursday  January
## 5          495    35      0.07070707  04:15 PM 01/28/2022    Friday  January
## 6         1431   129      0.09014675  09:11 AM 02/09/2022 Wednesday February
## 7         1918    82      0.04275287  08:53 AM 02/18/2022    Friday February
## 8          327    36      0.11009174  03:56 PM 02/23/2022 Wednesday February
## 9         1822    73      0.04006586  09:55 AM 03/18/2022    Friday    March
## 10          82     9      0.10975610  12:29 PM 04/20/2022 Wednesday    April
## 11         541    37      0.06839187  03:53 PM 04/22/2022    Friday    April
## 12         866    25      0.02886836  12:13 PM 06/06/2022    Monday     June
## 13        1341    55      0.04101417  03:44 PM 06/08/2022 Wednesday     June
## 14         278    17      0.06115108  01:07 PM 06/13/2022    Monday     June
## 15          71    10      0.14084507  12:34 PM 06/28/2022   Tuesday     June
## 16        7957  1137      0.14289305  03:49 PM 06/29/2022 Wednesday     June
## 17        5351   782      0.14614091  01:23 PM 06/30/2022  Thursday     June
##     month_f  hour hour_f        day_hour id month_freq week week_freq day_freq
## 1   January  2 PM   2 PM     Monday 2 PM  1          5   01         1        1
## 2   January  2 PM   2 PM     Friday 2 PM  2          5   03         1        1
## 3   January  4 PM   4 PM    Tuesday 4 PM  3          5   04         3        1
## 4   January  1 PM   1 PM   Thursday 1 PM  4          5   04         3        1
## 5   January  4 PM   4 PM     Friday 4 PM  5          5   04         3        1
## 6  February  9 AM   9 AM  Wednesday 9 AM  6          3   06         1        1
## 7  February  8 AM   8 AM     Friday 8 AM  7          3   07         1        1
## 8  February  3 PM   3 PM  Wednesday 3 PM  8          3   08         1        1
## 9     March  9 AM   9 AM     Friday 9 AM  9          1   11         1        1
## 10    April 12 PM  12 PM Wednesday 12 PM 10          2   16         2        1
## 11    April  3 PM   3 PM     Friday 3 PM 11          2   16         2        1
## 12     June 12 PM  12 PM    Monday 12 PM 12          6   23         2        1
## 13     June  3 PM   3 PM  Wednesday 3 PM 13          6   23         2        1
## 14     June  1 PM   1 PM     Monday 1 PM 14          6   24         1        1
## 15     June 12 PM  12 PM   Tuesday 12 PM 15          6   26         3        1
## 16     June  3 PM   3 PM  Wednesday 3 PM 16          6   26         3        1
## 17     June  1 PM   1 PM   Thursday 1 PM 17          6   26         3        1
##     like_pct    rm week_freq_f day_freq_f
## 1   2.985075 FALSE           1          1
## 2   2.901484 FALSE           1          1
## 3   1.851852 FALSE           3          1
## 4   2.857143 FALSE           3          1
## 5   7.070707 FALSE           3          1
## 6   9.014675 FALSE           1          1
## 7   4.275287 FALSE           1          1
## 8  11.009174 FALSE           1          1
## 9   4.006586 FALSE           1          1
## 10 10.975610 FALSE           2          1
## 11  6.839187 FALSE           2          1
## 12  2.886836 FALSE           2          1
## 13  4.101417 FALSE           2          1
## 14  6.115108 FALSE           1          1
## 15 14.084507 FALSE           3          1
## 16 14.289305 FALSE           3          1
## 17 14.614091 FALSE           3          1

Save Data

rm(fmt_hex, fmtf_hex, hex, calcFreq, fixDayDateTime)
save(list = ls(all.names = TRUE), file = "exp_dat.RData", envir = .GlobalEnv)